Editorial: Beginning of a beautiful friendship

The ’hands across the Atlantic’ declaration signed this week by the IPR and Public Relations Society of America is a logical outcome of the increasing synergy between these two markets. With the worldwide headquarters of most of the top global players based in the US, it is expedient that closer links are formed between the two associations. However, the pitfalls inherent in committee cultures are even greater for a committee with members on both sides of the Atlantic. At this first meeting, both organisations touched on issues of enormous importance to the industry - ethics, education and planning and evaluation. So we can only hope that the momentum created by this meeting is maintained, and that this newly-formalised relationship can cut through the red tape and give birth to a framework of real benefit to global operators.

The ’hands across the Atlantic’ declaration signed this week by the

IPR and Public Relations Society of America is a logical outcome of the

increasing synergy between these two markets. With the worldwide

headquarters of most of the top global players based in the US, it is

expedient that closer links are formed between the two associations.

However, the pitfalls inherent in committee cultures are even greater

for a committee with members on both sides of the Atlantic. At this

first meeting, both organisations touched on issues of enormous

importance to the industry - ethics, education and planning and

evaluation. So we can only hope that the momentum created by this

meeting is maintained, and that this newly-formalised relationship can

cut through the red tape and give birth to a framework of real benefit

to global operators.



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